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In answer to the query about whether the ABAC Adjudication Panel takes into account the 5 Ps (Product, Price, Placement, Promotion, People).The general answer is “Not really”. Except sometimes.The key element to be borne in mind is that the Code focuses on marketing communications, and whether they are consistent with the ABAC standards. So ‘Promotion’ is a big one that is focussed on.Certainly ‘Placement’ is taken into account in terms of TV advertisements not being allowed to be placed during children’s viewing times, and requiring age gate controls to be applied to social media, and requirements about % of viewers of other advertisements being over 18.Placement was also relevant in the recent Heineken 0.0 advert – which was OK’d by pre-vetting in a print magazine, but then held not to be OK by the Adjudication Tribunal on an outdoor advertisement where people would be driving quickly past and not have a chance to read the fine print.When the complaint has related to a product’s packaging, a number of brewers have tried to rely on ‘Placement’ being effectively within a physically age-gated place, being the bottle shop or pub, where minors are not allowed to be present. ABAC have regularly refused to accept this. (Although generally not giving a justification, I did notice at Yarra Ben Golf course last week that beers are in the d=fridge next to soft drinks – so probably enough said on this point.)But Price, Product and People are not relevant. Even though minors are unlikely to enjoy the taste of beer on most occasions, and certainly unlikely to appreciate a Black IPA (Joker & the Thief), this is not relevant. The same goes if a stubby was priced at $100 – this would be irrelevant for ABAC.